It's Time to Achieve Independence in Indonesia's Food Security Program With Maxi Pupuk
Food security is crucial for any country. And for an agricultural nation like Indonesia, agricultural productivity is one of the most important things the government must care for.
However, over time, the exponential growth of the population has not been accompanied by increases in agricultural output. The price of chemical fertilizers, which Indonesian farmers have used for years due to their relatively faster and more extensive production compared to natural fertilizers, has risen significantly. Furthermore, the use of chemical fertilizers has had a detrimental impact on the environment, such as causing dry and barren agricultural land. That is a strong reason why Maxi Pupuk is present amidst the concerns of local farmers in Indonesia.
The wireframing process until the designs were turned into mockups.
The Problems:
1. So far, Maxi Pupuk still doesn’t have a clear digital identity in its next goal to reach the broader market. At the same time, most Indonesian farmers are seeking the most affordable yet valuable fertilizer that has an eco-friendly impact.
2. Most communication and selling are done through WhatsApp, Facebook fan pages, TikTok shop, and brochures. There’s no official information center that potential customers can trust.
What I did is…
I developed a content strategy based on an SEO approach to enable search engines to quickly index the website, while also enhancing the user experience (UX) to minimize a high bounce rate and increase conversion rates. I also design the interfaces, mockups, and implement them into the real pages on the website (the development is about to start as soon as possible without coding).
To make it easier for local farmers in Indonesia to access and utilize Maxi Pupuk’s membership and after-sales services, I deliberately simplified the design to be simple yet maintain clear flow and navigation, as well as informative. Furthermore, I prioritized a responsive design for mobile phones, which are more familiar and frequently used by Indonesian farmers than larger devices like PCs or tablets.
Beside is the final design that is expected to be implemented into a real website, with a small screen size format (mobile phone).
The website development process itself is currently in progress. As of the second week of September 2025, the project had reached 70% completion.
Once the website creation process is complete, the first thing I do is retest the following before launching:
1. Test the layout for suitability and consistency.
2. Test the usability and clarity of navigation.
3. Test the website’s page speed.
4. Test registration, purchasing, checkout, and account login.
For a more detailed explanation, you can visit my Behance file here:
Disclaimer:
- Because Maxi Pupuk is a small/micro business with a limited budget, the current website creation process does not involve a full-stack website developer with extensive back-end coding and customization.
- Therefore, I used WordPress version 6.8.2 with the Astra theme and two main plugins: Elementor Pro version 3.31.2 for the web builder and WooCommerce version 10.1.1 for the online store setup.
